Overview of Email segmentation: Why it matters !!
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Email Segmentation also referred to as list segmentation, email segmentation is the practice of breaking your email recipients into smaller, targeted groups and then sending them the most relevant information. These smaller groups are usually based on behavioral or demographic data—maybe their state of residence, a past purchase, or a task they carried out on your site.
The segments can be as large (for example, people who bought a specific product through your Instagram shop) or as small (for example, Arizona residents who signed up for your newsletter less than a day ago) as you want. But generally, the smaller they get, the more direct and targeted your content should be, and the more likely it is that that content will resonate with the recipients.
The purpose of email segmentation is also its biggest benefit: personalization. If you get your email marketing segments right, your customers will receive relevant emails packed with information that they actually want. That personalization leads to more conversions, more purchases, and happier customers.
Benefits of email segmentation
Email is unique in that, unlike many other widespread communications, you can craft content for small groups of people, instead of broadcasting generic content to everyone and hoping it appeals to a majority. In this way, list segmentation provides an individualized experience via a mass medium.
Here are some of the biggest benefits of segmenting your email list:
- Increases open rates: How often do you archive an email without even opening it based solely off the subject line? More relevant content equals more relevant subject lines, which help your emails see the light of day.
- Increases click-through rates: Once they're reading the email, people will likely go ahead and interact with inviting calls to action, like checking out the sale you just told them about or learning more about your new service.
- Increases conversion rates: The closer we are to a goal, the more our motivations and efforts increase—in consumer psychology, it's known as the gradient goal effect. Now that they're on your site, your target customers are more likely to make a purchase or sign up for that webinar you're promoting.
- Increases ROI: By tailoring your content to match specific interests, each email becomes a targeted pitch, leading to more effective spend and a stronger financial return for every message sent.
- Decreases unsubscribers: You want to grow your subscriber base, not shrink it. Sending too many irrelevant emails could encourage people to give up on your offerings altogether for the sake of decreasing noise in their inbox.
- Avoids spam filters: Even if someone doesn't personally unsubscribe after one too many irrelevant emails, their inbox may flag your attempts as spam. Segmented lists help improve deliverability.
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